DIGITAL NATIVES AT WORK

AN ASSESSMENT OF SOCIAL MEDIA UTILIZATION AMONG YOUTHS IN KISII COUNTY, KENYA

Abstract

The rapid expansion of digital technologies has transformed social media into a central platform for communication, education, entrepreneurship, entertainment, and civic engagement among young people. In Kenya, increasing internet penetration and smartphone adoption have significantly influenced how youths interact, learn, conduct business, and participate in public discourse. This study assessed social media utilization among youths in Kisii County, Kenya, with a focus on usage patterns, perceived benefits and associated challenges. Guided by the Uses and Gratifications Theory, the study employed a descriptive survey research design involving youths aged 18–34 years selected through stratified sampling. Data were collected using structured questionnaires and focus group discussions and analyzed using descriptive statistics and thematic analysis. The findings indicate that social media is extensively utilized by youths for communication, social networking, business promotion, educational engagement, information seeking, and civic participation. The study further established that digital platforms have created opportunities for entrepreneurship, income generation, knowledge acquisition, and community engagement. However, several challenges continue to affect effective utilization of social media, including misinformation, digital addiction, cyberbullying, privacy concerns, and online fraud. The findings demonstrate that social media has become an integral component of youths’ social and economic lives, enhancing both personal and professional opportunities. The study concludes that while social media presents significant opportunities for youth empowerment and development, maximizing its benefits requires strengthened digital literacy, responsible online practices, enhanced cybersecurity awareness, and support for youth-led digital entrepreneurship initiatives.